Thomas Rudolph, Bodo B. Schlegelmilch, Josep Franch, Andràs Bauer, Jan Niklas Meise (Hrsg.): Diversity in European Marketing. Springer Gabler, Wiesbaden, 2012. ISBN 978-3-8349-1420-0.
This case book offers a non-traditional issue-centered perspective to European marketing. Focusing on some of the key challenges faced by managers charged with developing pan-European marketing strategies, marketing problems are placed into the context of these challenges and capture the multiple facets and implications for European marketing in an integrative manner.